Women's sport to make £1bn in revenue for the first time in 2024, says report

Players of England look dejected and disappointed after their loss after the FIFA Women's World Cup Australia & New Zealand 2023 FinalGetty Images

The World Cup Final between England and Spain was watched by a peak audience of 12m viewers on BBC One

Global revenue generated by elite women's sport is predicted to surpass £1bn for the first time next year.

Finance experts Deloitte predict women's sport revenue will reach £1.02bn in 2024 after a year of growth featuring the Fifa Women's World Cup in 2023.

Football is forecast to generate £439m, with basketball predicted to be the second most valuable sport with £280m.

The forecast is based on matchday, broadcast and commercial revenue.

Deloitte's revenue forecast for women's sport for 2023 was £771.8m and £554.4m in 2022.

Commercial revenue, which includes club sponsorships, partnerships, and merchandising sales is predicted to contribute 55% of revenue, while broadcast revenues make up 27% and matchday revenues contribute the remaining 18%.

North America is expected to be the largest geographical market in 2024 with a 52% share compared to Europe, which is set to hold 14%.

The report comes at the end of a year in which women's sport has continued to grow.

Data from the Women's Sport Trust found that the football World Cup helped to drive a significant increase in women's sport viewing figures in the UK.

This year the Women's Six Nations attracted 10.4m viewing hours making it the most-viewed edition so far.

The Solheim Cup in golf, England women's cricket team and England at the netball World Cup also proved popular.

Jennifer Haskel, insights lead for Deloitte's Sports Business Group, said there has been "exceptional growth in women's sport across the globe" and added: "Crucially, women's sport is increasingly being viewed as a unique product that is becoming ever more distinct from men's elite sport."

Three years ago, Deloitte predicted women's sport was worth "well under $1bn" (£800m).

The news comes before a busy 2024 for women's sport, headlined by the Paris Olympics.

There is also the women's Six Nations and athletics World Indoor Championships, along with a host of internationals for Heather Knight's England cricket side.

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